Woolworths Targets Movie-Goers For Latest Campaign Activation

Woolworths Targets Movie-Goers For Latest Campaign Activation

Woolworths has partnered with Val Morgan to create an innovative cinema extension as part of their “Make it Famous” Christmas campaign.

Benita Chantharath
Posted by Benita Chantharath

The campaign breaks on cinemas nationally this week with moviegoers at selected cinemas having the opportunity to see themselves feature on the big screen before the movie.

Last Saturday, unsuspecting moviegoers arriving at Hoyts Warringah Mall were asked, “what are you famous for at Christmas?”.

With a ‘rapid response’ production team on site, all participants will then have the opportunity to appear as part of the Woolworths campaign on screen just moments later.

This activation amplifies the Woolworths cinema campaign, allowing real people to share their personal perspective of Christmas. Cinema is renowned for its impact and engagement; it is also a planned and highly anticipated occasion creating a unique audience mindset that brands can leverage.

Clare Whiteman, Val Morgan strategy manager said, “Cinema is one of the last places where families have a shared experience. Woolworths have taken the opportunity to talk to their consumers when they are enjoying Christmas time together at the cinema.”

The activation will be amplified through online channels using the hashtag #MakeYourChristmasFamous.

The creative is by Leo Burnett, media by Carat and the activation concept developed and implemented by Val Morgan’s strategic division Brandfit.